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ACVB reports record visitation in 2024, outlines World Cup 2026 planning and risks
Summary
Atlanta Convention and Visitors Bureau reported 51 million metro visitors and $20 billion in spending for 2024, outlined strategies to grow mid‑market conventions, and updated World Cup 2026 planning including eight matches at Mercedes‑Benz Stadium and coordination needs with MARTA and Showcase Atlanta.
The Atlanta Convention and Visitors Bureau (ACVB) told council members that visitation and visitor spending in metro Atlanta hit new highs in 2024, and outlined plans and risks tied to major upcoming sporting events — notably the FIFA World Cup in 2026.
"We welcomed 51,000,000 visitors metro wide ... and we set a record, $20,000,000,000, in visitor spending," William Pate, ACVB president and CEO, told the council during a quarterly update. Pate said hospitality supports roughly 310,000 jobs in Metro Atlanta.
Pate warned that while conventions still choose Atlanta, average attendance per convention is trending downward nationally and some international inbound travel — notably from Canada — is down about 25 percent, which creates headwinds.
The ACVB said it is shifting emphasis to the mid‑market convention segment where Atlanta ranks lower and sees growth opportunity. The bureau has raised its sales goal 25 percent and reported first‑quarter figures that exceeded the revised goal by 15 percent.
Dan Corsos of the Atlanta Sports Council briefed the committee on the city’s role as a FIFA World Cup 2026 host city. Atlanta will host eight matches at Mercedes‑Benz Stadium, including five group‑stage games and a semifinal on July 15; the final will be in New York because Mercedes‑Benz Stadium does not meet FIFA’s minimum 80,000‑seat requirement for the final.
Corsos said broadcast kickoff windows are expected to be noon, 4 p.m., 6 p.m. and 9 p.m. Eastern but FIFA will announce match draws and exact schedules in December, when host‑city planning will intensify. He urged neighborhoods and businesses to prepare themed activations tied to visiting countries once draws are released.
Speakers emphasized transit coordination: ACVB and the sports council noted MARTA and the Georgia World Congress Center campus as critical partners, and suggested a Centennial Olympic Park fan fest with Showcase Atlanta to maximize local business participation.
Pate also highlighted tourism marketing and reputational challenges at the national level, including recent leadership changes at BrandUSA and fluctuations in international visitation. He noted the Michelin Guide’s impact on local restaurants and said Michelin‑listed restaurants have reported significant increases in business.
